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TikTok Adds Event Sales Capability in Europe as Shop Sellers Top 15 Million Worldwide

TikTok users in Germany can now buy event tickets on platform via CTS EventIM
Image courtesy TikTok

As of December 2023, TikTok Shop had 15 million sellers around the world, according to the company’s first TikTok Shop Safety Report. That includes more than 500,000 sellers in the U.S., an impressive number given that Shop only launched in America in September 2023.  

Now, even as the popular social media platform continues to expand its reach into traditional ecommerce, TikTok has announced a new partnership with ticketing platform CTS EventIM to enable the sale of event tickets on its platform. 

A leader in ticketing and live entertainment services in Europe, EventIM is rolling out a TikTok integration that will allow artists to sell tickets to their events directly on the app. When fans see an artist’s video on TikTok, they’ll be able to see tour dates and buy tickets through a “Get Tickets” button within the video that will direct them to the EventIM integration.

The feature is rolling out now for TikTok-certified artists and their fans in Germany, with other markets to follow.

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“We are very excited to launch this new partnership in Germany, where EventIM holds a strong position in the ticketing market,” said Michael Kümmerle, Global Music Partnership Development Lead at TikTok in a statement. “We want to give artists the opportunity to promote their live dates and drive ticket sales through great partners like EventIM, and we look forward to bringing this opportunity to artists all over the world in the near future.”

“As a partner to artists and concert promoters in Europe and globally, we’re always looking for ways to enrich our services to them,” said Alexander Ruoff, COO of CTSEventIM in a statement. “Artists gain incredible reach through the TikTok platform, so we’re delighted this new partnership will allow them to translate that reach into an effective new marketing channel.”

The new feature arrives in Europe as TikTok’s future hangs in the balance in the U.S. Legislation forcing TikTok to sell to U.S.-based owners or be banned in the country was just passed in April 2024, giving the platform one year to find a resolution. TikTok is now preparing a lawsuit to challenge the law while also considering a sale of the platform in the U.S., but without its recommendation algorithm.

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